Trade shows and conferences can be important venues for marketing your company, meeting potential clients, creating familiarity with new products, and making contact with other corporations in your industry. Some trade shows include multiple acres of display booths and thousands of businesses all competing for the attention of attendees. To make your business stand out from the other exhibitors, it is essential to utilize innovative custom exhibits to capture the attention of people as they approach your exhibit.
Finding the Right Balance
The purpose of custom exhibits is to entice people to stop and learn more about your business. It can be challenging to find the exact combination of information and design to reach the right people in the right way. Too much information is hard to process at a glance, while too much color and artwork can obscure your message. It is important that your custom exhibit present an accurate snapshot of your business that will attract potential clients, customers, or business contacts while at the same time informing them about your business and how it can help them.
Trade Show Basics
A great trade show display should always include the company logo, a brief description or mission statement, and interesting artwork to catch the attention of someone passing by. Space for promotional literature, product samples or demonstrations, capability for multi-media presentations, adequate lighting ,and storage are also important components of the most effective trade show custom exhibits.
Custom Exhibit Design
Custom display packages can be as simple as a single background panel designed to sit on a table with a matching cover. Larger, free-standing displays generally include a back panel, one or more sides and even flooring to give the impression of entering a separate space. An exhibit’s panels are generally one of the most eye-catching parts of the display. These very visible features may be made of heavy paper, paperboard, or fabric and printed with your business logo, attention-grabbing artwork, and a variety of information pertaining to your business or your products. For a more traditional look, monochrome panels in a range of colors are also available.
Exhibit Extras and Accessories
Accessories that may be utilized to complete a custom display include modular towers, computer stands, tables, chairs, counters and podiums complete with smaller scale versions of the booth panels. Podiums and tower units have the added benefit of providing additional storage space for literature, product samples and other items that are best kept out of sight. Good lighting is also important to any exhibit and may include individual lights mounted directly on the display or on overhead fixtures.
Rent or Purchase?
If your company only participates in one or two trade shows a year, renting an exhibit may be your best option. This is especially true if you want to make a big impression at the shows you do attend but don’t want the hassle of storing a large display for most of the year. If trade shows are a regular part of your company’s marketing strategy, purchasing a sturdy, easily assembled custom exhibit would be a wise investment.
Attractive yet affordable trade show displays are available to fit the needs of any business. To really stand out among your competitors, find out about the many custom exhibit options that are available before striking out to your next trade show.
About Peggy Swords
Peggy Swords is the founder and president of Excalibur Exhibits, a $10 million Houston-based exhibit manufacturing and production corporation. Excalibur Exhibits designs, builds, delivers, assembles and disassembles as many as 300 exhibits per year. Swords was named as a finalist for NAWBO Houston 2003 Woman Business Owner of the Year and 2005 Enterprising Woman of the Year Finalist. Additionally, Excalibur Exhibits is a five time member of the Inc 5000, a three time member of the LSU100 and a two time member of the Houston Fast 100, a list of fastest growing privately held companies.